Marketing Your Book

Haven’t you heard? Books are the new black.

Rising Book Sales - Xulon Press Blog, Christian PublishingThe newest numbers confirm what authors, book lovers and the publishing industry have all secretly known: People still love books.

And they like the old-fashioned kind. Not just the kind of books you read on devices which require wall chargers.

Polls show that Millennials (roughly defined as those between the ages of 18 and 34 in 2015), prefer printed books to e-books. The same generation that single-handedly resurrected vinyl records, implemented a resurgence of bow ties and barber shops, and made vintage glass-bottled sodas cool again? They’re also all about feeling the weight of paper, binding and a crisp cover in their hand. What was old is new and cool again.

E-books sales dipped slightly in 2015, but sales of printed books have gone up steadily since 2014, even causing the New York Times to boldly declare: “Print is far from dead!” A Nielsen study showed that the number of people who preferred digital books to printed fell to 32% in the first quarter of 2015, from 50% in 2012. When specifically examining younger demographics, the number is surprisingly lower: just 20% of teens, 25% of 30–44 year-olds, and 23% of 18–29 year-olds prefer e-books to printed copies.

This generation grew up with computers, and most went off to college toting a device from the very first wave of smartphones. Experts surmise that the over-digitization in their lives is what has led Millennials to pick trends that point backwards—to authenticity, tradition and good taste.

And the Christian book market specifically? Despite the internal struggles of some Christian bookstore chains, the numbers show that the audience is active and hungry: book sales jumped by 10.5% in 2014, grossly out-gaining mainstream book sales which grew at a still-respectable 2.4%.

Whether readers are choosing screentime or papertime, authors and publishers alike should feel encouraged, as book sales in general have been rising since 2012. The trend is clear—books are back in again!


Brittnee Newman, Marketing & Communications Strategist for Xulon Press, has been a blogger, freelance journalist and editor for just over half a decade. She joined Xulon Press as an editor in 2012, and now supports the company within the Marketing Department. Follow her on Twitter at @XulonBrittnee.

5 Comments on “Haven’t you heard? Books are the new black.

  1. Just starting and gathering as much info as i can. Perhaps this will help me? Thank you!

    (Free publishing guide called “Are you called to Write”)

  2. Could you please send me the publishing guide “are you called to write”
    I thinking on starting this journey of writing . I was called by God once to follow Him as a missionary to far off lands
    Maybe this is his way to call me again.

    1. Thanks for contacting us, Katharina. It looks like you’re already signed up in our system. If you have additional questions or need another copy of the Publishing Guide, please contact your Publishing Consultant Jeff Pfannerstill toll-free at 1-855-867-4062. Jeff can answer any questions you have about the publishing process. Thanks for checking out the Xulon Press blog!

Leave a Reply

Your email address will not be published. Required fields are marked *